Making the SG Gaming ‘One-Stop-Shop’ Approach Work Hard for Jennings Bet
With decades of experience, SG Gaming’s investment and commitment to the UK’s Licensed Betting Office (LBO) sector has made it one of the leading suppliers. From major bookmaking chains to independent betting shops, terminals manufactured by SG Gaming can be found in over 4,500 shops across the UK.
SG Gaming, which is a division of Scientific Games Corporation, recognises that as high street LBOs face greater competition, it is especially important for independent operators to ensure their technology offering is up-to-date, enabling them to engage customers with the latest content titles and terminals.
Jennings Bet is one of the UK’s largest independent bookmakers, with more than 100 shops nationwide. Having worked in partnership since 2001, Jennings Bet is one of SG Gaming’s longest-serving independent LBO customers.
Jennings Bet’s modern betting shops are fitted with 400 state-of-the-art HD Infinity terminals which remotely receive new content titles every month, with recent releases including Emperor’s Treasure, Wild Times® and Rainbow Riches Reels of Gold. However, SG Gaming’s offering does not end with innovative content and terminals. The one-stop-shop approach SG Gaming offers to independent LBO operators means that Jennings Bet benefits from a dedicated account manager and service support via SG Gaming’s seven-day-a-week helpdesk, as well as field support from a highly qualified team of engineers based across the UK.
The ongoing partnership between SG Gaming and Jennings Bet is further strengthened by the level of service and training given to shop staff. When the shops were upgraded to SG Gaming’s Infinity terminals in July 2014, SG Gaming ran extensive training sessions on terminal management and promotions with Jennings Bet staff and management. In August 2016, this was followed by a refresher training programme for area managers with a focus on current and upcoming platform developments and functionality.
Additionally, independent LBO operators can host SG Gaming’s new game promotions through machine tournaments, with supporting in-shop point of sale and staff information packs. Jennings Bet also benefits from the full suite of promotional functionality available on the terminals by operating cross-functional, seasonal campaigns between over-the-counter betting and terminal-free play, including promotions around Euro 2016 and Christmas. These seasonal campaigns run alongside rules-based awards and loyalty initiatives and are backed by SG Gaming’s data analysis team providing performance measurement.
For Greg Knight, Managing Director of Jennings Bet, the advantages of SG Gaming’s solution are clear. “We have worked with SG Gaming for over 15 years and have seen the benefits of working as a partnership. The LBO sector is highly competitive, so tapping into SG Gaming’s yield analytics and utilising its Business Insights team, marketing support and industry experience to define and constantly evolve our promotions and initiatives has helped focus our drive on increasing cashbox performance across our estate.
“Alongside the technology provided to us, the training on offer from SG Gaming means that our employees know the functionality of these terminals, the server-based platform and the available promotions inside-out, which in turn ensures the customers are getting the best possible gaming experience in our shops. The constant support from SG Gaming’s dedicated staff, helpdesk, and field engineers also minimises downtime in our shops.”
Commenting on the successful partnership with Jennings Bet, Phil Horne, Chief Executive Officer of SG Gaming, said, “We pride ourselves on providing our customers with innovative solutions, new gaming concepts, and an unparalleled level of service, which sets us apart from our competitors. Working with a partnership-orientated approach; Jennings Bet operates our state-of-the-art terminals, cutting-edge gaming content, innovative technology platform, and benefit from our dedicated field-based service and support. Having strong working relationships with our customers is pivotal to our ongoing performance, so we are pleased to see Jennings Bet utilising our platform and technology to its full potential — enabling them to drive cashbox and compete in today’s highly competitive retail gaming environment.”